Barron Trump-backed Yerba Mate brand launches first product with $39 Florida-inspired 12-pack
MIAMI, FLORIDA: Barron Trump’s association with a new beverage venture is drawing attention after SOLLOS, a company in which the youngest son of President Donald Trump is listed as a director, officially launched its first product ahead of the summer season.
The company, which says it was started by "a group of close friends aged 19-23" from South Florida, unveiled its debut offering as part of a brand identity heavily centered around the Sunshine State’s outdoor culture.
Rather than entering the market with multiple varieties, SOLLOS has launched with a single flavor that the team says reflects the lifestyle and energy they wanted the brand to represent.
Barron Trump-linked brand launches with Florida-inspired identity
According to the company, SOLLOS was created with a vision rooted in Florida living.
The team says the idea originated in a cabana to create a beverage that naturally fits into life in the state.
"It all started in a cabana, with a simple goal: create a beverage that actually complements life in the Sunshine State," the SOLLOS team wrote on the company website.
The brand repeatedly emphasizes Florida’s outdoor culture as the foundation of its identity.
On its website, SOLLOS says it was created in response to the state's "outdoor, sun-driven lifestyle" and was designed to be part of everyday activities associated with life under the Florida sun.
Rather than positioning itself around trends or a broad product lineup, the company has focused its messaging on capturing a specific lifestyle experience.
References to surfing, tennis, and spending time outdoors feature prominently in the brand’s description of what it hopes the product represents.
The launch also marks one of the first public business ventures linked to Barron Trump, whose name has largely remained out of the spotlight compared to other members of the Trump family.
His role as a director has generated interest as the company begins introducing its products to consumers.
SOLLOS bets on a single flavor instead of multiple options
Unlike many beverage startups that debut with several varieties, SOLLOS decided to take a different route.
The company launched with only one flavor - Pineapple + Coconut - and says the decision was intentional.
The team explained that while many brands release multiple options in hopes of finding a favorite among consumers, SOLLOS spent its time refining a single product.
"Most brands launch with four flavors hoping you'll like one of them," the company wrote. "We have been obsessing over one flavor until it was flawless. Enjoy."
The focus on one flavor is central to the brand’s launch strategy and messaging.
The company presents the decision as part of its effort to create a beverage that reflects the atmosphere and lifestyle it associates with Florida rather than building a large menu of products from the outset.
Founders explain the meaning behind the SOLLOS name
Months before the product launch, the company shared additional details about its identity in a LinkedIn post, including the meaning behind the name SOLLOS.
According to the post, the name is tied directly to the sun, which plays a major role in the company's branding and philosophy.
"'SOL,' meaning sun in Spanish, represents the sun rising and the beginning of the day. 'LOS,' which is 'Sol' spelled backwards, represents the sun setting and the end of the day," the post stated.
The company added that the combination of the two words was meant to symbolize the full journey of the sun throughout the day.
"Together, SOLLOS captures the full cycle of the sun and that 'It Begins Where It Ends,'" the post continued.
That theme appears throughout the brand’s messaging, from its sun-inspired imagery to its repeated references to outdoor activities and Florida culture.
